スマートホーム購入者動向

当レポートでは、スマートホーム購入者動向について調査し、スマートホームのマーケティング戦略に不可欠な消費者の購買行動と嗜好に関する最新の動向データを提供します。デバイスカテゴリー別のスマートホーム製品の普及率や購入意向などの主要なパフォーマンス指標や、購入チャネル、ブランド検討、設置嗜好などのバイヤーズジャーニー要素も含まれています。

目次

エグゼクティブサマリー

スマートホームの導入

スマートホーム制御動向

• ホームコントロールアプリの使用状況
• スマートホームデバイスユニットの主な制御方法
• スマートスピーカーまたはスマートディスプレイの全体的な所有権
• スマートセーフティ・セキュリティデバイスの主な制御方法
• エネルギー、照明、水道機器の主な制御方法

スマートホームプラットフォームの設定

• スマートホームデバイスの制御に使用されるプラットフォーム
• 最も使用されているスマートホームデバイス制御プラットフォーム
• スマートホームデバイスの制御に使用されるプラットフォーム数
• スマートホームデバイスの所有権別のスマートホームデバイスの制御に使用されるプラットフォーム数
• 参加者間の将来の購入とエコシステム統合に関する考慮事項

知名度vs.価値vs.手頃な価格

• スマートデバイス：知名度vs.価値vs.手頃な価格
• スマートデバイス：知名度
• スマートデバイス：認識されるメリットの価値
• スマートデバイス：手頃な価格

最近のデバイスの購入とトリガー

• スマートホームデバイスの購入と購入意向
• 賢いセキュリティと安全装置の購入
• スマートエネルギー、照明、水道機器の購入
• スマート家電の購入
• スマートホームデバイス：購入価格
• 平均販売価格：一部のスマートホームデバイス
• スマートホームデバイスを購入する理由

製品バンドルの力

スマートホームデバイスの導入、交換、設置

ブランドの考慮事項と選択

購入意向

• 購入意向：スマート安全装置およびセキュリティ装置
• 購入意向：スマートエネルギー、照明、水道機器
• 購入意向：スマート家電
• スマート家電バージョンの購入意向

付録

SYNOPSIS:

This flagship consumer study provides the latest trending data on consumer purchase behavior and preferences that are essential for smart home marketing strategies. Key performance indicators such as smart home product adoption and purchase intention by device categories are included, as are buyer's journey elements such as purchase channels, brand consideration, and installation preferences. The study evaluates product bundling as an important and growing merchandising strategy.

ANALYST INSIGHT:

"In this challenging environment, the categories that remain strong include video doorbells, cameras, and smart thermostats. While interest in these core devices hold steady, bundles of devices around them and services that support them will be the best chance to grow." - Chris White, Research Director, Parks Associates.

Table of Contents

Executive Summary

• Smart Home Device Ownership
• Growing Device Categories
• Size of Device Ownership Segments and # of Smart Home Devices Owned
• Number of Platform Used to Control Smart Home Devices
• Smart Home Device Affordable & Value Groups
• Smart Home Product Purchase Channel
• Reasons for Purchasing Smart Home Devices
• Buying Patterns of Recent Smart Home Device Purchasers
• Core Smart Home Devices

Smart Home Adoption

• Smart Home Device Ownership
• Number of Smart Home Devices
• Average Smart Home Devices Owned
• Tech Affinity, by Smart Home Device Ownership
• Diffusion of Innovation: Tech Adopter Segments
• Smart Home Device Owners/User Segments
• Smart Safety & Security Device Ownership
• Smart Energy, Lighting, Water Device Ownership
• Smart Appliance Ownership

Smart Home Control Trends

• Home Control App Usage
• Primary Control Method of Smart Home Devices Units
• Overall Smart Speaker or Smart Display Ownership
• Primary Control Method of Smart Safety & Security Device
• Primary Control Method of Energy, Lighting, Water Device

Smart Home Platform Preferences

• Platforms Used to Control Smart Home Devices
• Most Used Smart Home Device Control Platform
• Number of Platform Used to Control Smart Home Devices
• Number of Platform Used to Control Smart Home Devices by Smart Home Device Ownership
• Future Purchase and Ecosystem Integration Considerations Among Intenders

Familiarity vs. Value vs. Affordability

• Smart Devices: Familiarity vs. Value vs. Affordability
• Smart Devices: Familiarity
• Smart Device: Perceived Value of Benefit
• Smart Devices: Affordability

Recent Device Purchases and Triggers

• Smart Home Device Purchases and Intentions to Buy
• Smart Security & Safety Device Purchases
• Smart Energy, Lighting, Water Device Purchases
• Smart Appliance Purchases
• Smart Home Devices: Purchase Price
• Average Selling Price: Select Smart Home Devices
• Reasons for Purchasing Smart Home Devices

The Power of Product Bundles

• Number of Smart Home Devices Purchased, Among Buyers
• Core Smart Home Device List
• Households That Bought 2+ Devices From Core List Last Year
• Reason for Purchasing Bundle Services & Products
• Satisfaction Level with Extra Items Purchased in the Bundle
• Frequency of Using Extra Items in the Bundle
• Households That Bought 1+ Devices From Core List in the Prior 12 Months Grouped by Bundle Behavior
• Inhibitors to Purchasing Multi-Packs of Smart Home Devices
• Attitudes Toward Product Bundle Purchase for Additional Cost
• High Likelihood to Purchase Product Bundle by Smart Home Device Count Segments

Adopting, Replacing, and Installing Smart Home Devices

• Smart Home Device Acquisition Method
• Smart Home Product Purchase Channel
• Smart Home Device Acquisition Method - Not Purchases (Gifts, and Pre-installation)
• Smart Home Device Acquisition Method - Focus on Gifts and Pre-installed
• Smart Home Device Acquisition Method - Focus on Purchases
• Smart Security & Safety Devices: Professional Installation
• Smart Energy Devices: Professional Installation
• Smart Home Devices Purchase: First Time vs. Return Purchase
• Reason for Replace or Upgrade Smart Home Devices

Brand Considerations and Choices

• Smart Home Product Purchase Considerations
• Smart Safety & Security Device: Top 5 Brands Purchased
• Smart Energy, Lighting and Appliances: Top 5 Brands Purchased

Purchase Intentions

• Purchase Intention: Smart Safety & Security Devices
• Purchase Intention: Smart Energy, Lighting, Water Device
• Purchase Intention: Smart Appliance
• Smart Appliance Version Purchase Intention

Appendix

• Demographic Breakdown of Tech Adopter Segments
• Housing-related Demographic Breakdown of Tech Adopter Segments
• Defining Heads of Internet Households